ABSTRACT
Creative engagements bring six different sets of value into play to form ensemblages of worth. It is the situation that is first and foremost in people's minds as they dream up a new advertising campaign or go about preparing the next issue of a fashion magazine. The Meiji Seimei Life Insurance (MLI) advertising campaign is being filmed over three days in the last week in July, when the temperature is hovering in the high nineties and more or less the last place anybody wants to be is outside in the streets of Tokyo. Ishii, the creative director decided not to bother with making a visual mock-up of his campaign idea for MLI since the executives he had to deal with were all too old to understand Watanabe Misato. The basic objective behind the first commercial, in what was now an ongoing campaign, was to link MLI and Misato and anchor that link in people's minds.
